Squarespace’s Ultra Dynamic, 3D Redesign Pays Homage To The Big Apple

Squarespace has given its brand a dynamic, three-dimensional facelift that celebrates its roots anchored three thousand miles from Silicon Valley.

“New York has always been in the DNA of Squarespace,” says David Lee, Chief Creative Officer of Squarespace, which offers software as a service for website creation and hosting.

Together with creative firmDIA Studio that specializes in brand, design, and typographic kinesis, as well as graphic and type designer François Rappo of Optimo Type Foundry, Squarespace built a whole new typeface to replace its former Gotham choice.

This Clarkson custom typeface not only pays homage to NYC’s heritage, but also solves the issue where Gotham’s “very horizontally stressed” letterforms were affecting the brand’s increasingly global UI.

Lee explains that the German language, for instance, takes up a 150-percent longer character count than the English language. By using Clarkson, Squarespace can now assign more text within the same amount of space.

Since NYC is constantly in motion and progressing in capricious ways, the brand took on a kinetic identity that dimensionalizes and reinforces the two syllabus inside its name.